Blinded by science: the managerial consequences of inadequately validated cluster analysis solutions

Cluster analysis has been successfully used in market segmentation for several decades. However, alongside evidence for the value of the technique, a number of studies have highlighted the importance of testing the reliability and validity of cluster solutions.
  

Blinded By Science

The managerial consequences of inadequately validated cluster analysis solutions

Paul Bottomley Cardiff UniversityAgnes Nairn University of Bath

Introduction

Over 30 years ago Inglis and Johnson (1970, 1996) noted an increase...

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